Today I’ve experienced two stereotypical mistakes from a retailer trying to build a strategy for their new webpage:

1. Writing the whole strategy from a “We shall”-perspective, not mentioning the participant (customer) once, or looking at the strategy through their eyes at any time.
2. Focusing on the extra details of their service whilst trying to differentiate themselves from the competition. But forgetting to take an extra look over their shoulder to make certain that the basics where in order.

The good thing is that all of this can be resolved quite easily just by listening to your participants (customers) after asking the right questions.